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    Helping you become essential to your customers

    We empower you with knowledge, training and tools to grow your most important customer relationships.


The glue binding you to your customers isn’t as strong as you think it is. 71% of B2B customers report being willing to switch suppliers whenever necessary. The key to eliminating strategic account defections is to become essential to your customers.

SAMA enables world-class companies to gain competitive advantage and secure market position by helping them build world-class capabilities around strategic account management. We do this through our unique position as the convener of the largest, most diverse community of strategic accounts practitioners in the world. We tap them for insights, benchmarking and best practices, which we then share with the entire community.

Knowledge &
best-practice sharing

Our community comprises hundreds of the world’s foremost B2B enterprises, who have all mastered the art of becoming indispensable to their customers. We mine them for insights and best practices and then share them with SAMA members through webinars, case studies, research and more.
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Tools to benchmark your program or individual account managers

Having worked with hundreds of companies and thousands of strategic, key and global account managers, we have a wealth of data on how the best do what they do — and the tools to benchmark against to help you guide resource investments.
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Tailored, competency-driven training & certification

The best strategic and key account managers outperform average ones by a factor of 3X. We train and certify SAMs, KAMs and GAMs to develop the skills they need to co-create sustainable, long-term value with and for their strategic customers.

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Whether you are looking for the WHAT, the HOW or the WHO, SAMA can connect you with people who have “been there, done that.” Through live and virtual conferences, symposia and peer-to-peer matchmaking, we are the conveners of the largest community in the world dedicated to the application of strategic account management.
Join us


New on the SAMA podcast:

Into the deep end

Remember how hard it was adjusting to the “new normal” at the start of the pandemic? Our latest guest on the SAMA podcast had to do all that at a new company, as a new SAM and with a new customer. What did she learn, and what would she do differently? Listen here

The ESG “perfect storm”

Why should you as a SAM or leader of SAMs care about sustainability? Because your customers care. Edmund Bradford, of Market2Win and The Good Growth Academy, explains not just what and why but howGet smart!


SAMA SAM Global Summit

Building trust and deepening relationships with our key customers has never been more important. Join SAMA and the global SAM/KAM community virtually for two days of sharing lessons learned from the past 1.5 years and exploring the opportunities and challenges that lay ahead. Learn more.

Coming Soon:

SAMA Leadership Studio
A peer exchange on leading SAM transformation

SAMA invites you to a series of facilitated, structured-yet-spacious, leadership dialogues with your cross-industry peers we'll shape a perspective on what will matter most and next for SAM leadership within the context of your companies ongoing transformation or reinvention.

3 sessions of 2 hours each (coming Fall 2021).  Learn more.



Free resource:

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“SAMA provides us access to best practices, training and research in the areas of strategic account management from innovative selling organizations, including our own successful customers who are members as well. Corporate membership has proven to be an excellent investment in building and sustaining a world-class global sales force.”